Tourism Australia launches Restaurant Australia campaign

Move over France, step aside Italy - Australian dining is going
global. Sure, we Australians know how lucky we are in the food and
wine department, but Tourism Australia wants the rest of the world
to share the excitement, too, and they're putting the message out
there via Restaurant Australia, their latest creative campaign,
which launched in Sydney this morning.

"What our research shows is that people who haven't come to
Australia don't necessarily rate food and wine as something they
associate the country with," says Tourism Australia's managing
director John O'Sullivan. However, that same research shows that
those who have visited, mostly from China, the UK, America, France,
India, Indonesia, Malaysia and South Korea, rank their dining
experiences in Australia as the second best in the world, between
number one culinary destination France and number three Italy.
"Food and wine is a massive driver of international tourism, so we
really wanted to take this opportunity to ride the wave of food and
wine tourism and showcase everything that's great about
Australia."

The $10-million campaign, including TV, print and online
advertisements and a series of events, puts the spotlight on some
of Australia's most exceptional food and drink experiences - oyster
tasting at Saffire Freycinet in Tasmania, dining in the laneways of
Melbourne, and catching lobster off Western Australia's Rottnest
Island, to name a few.

"For those people who have been here before, I think it will just
reinforce what they already know," says O'Sullivan. "For people who
haven't been, I think it'll highlight these pillars of people,
place and produce. That we have fantastic, friendly people involved
in food and wine. That we have this wonderful, safe and organic
produce, and these incredible places where you can experience
them."

And the campaign has the support of some pretty high-profile
Australian chefs, too, Rockpool's Neil Perry and Quay's Peter
Gilmore among them. "We have an incredible food and wine culture
and really we do need to shout about it a bit," says Gilmore. "It's
lovely that it's combined with the environment that we live in, the
whole feeling of our culture and our outdoor life, and how that's
combined with food and wine experiences is really good to show
off."